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Synopsis

On

„Green Rural Development‟ by Exploring its Linkages with Traditional Knowledge

and Habitat: A Case Study of Mathura Rural Region

In

MANAGEMENT

BY

ANIRUDDH VIJAY

(Research Scholar)

UNDER THE SUPERVISION OF

Dr. SANJAY BHUSHAN

(Supervisor)

Department of Management

FACULTY OF SOCIAL SCIENCES

DAYALBAGH EDUCATIONAL INSTITUTE

(DEEMED UNIVERSITY)

DAYALBAGH

AGRA – 282005 (U.P.)

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CONTENTS

Page No.

SECTION 1: INTRODUCTION…...………………………………………….………...…......…1-6

1.1 INTRODUCTION TO ENVIRONMENT MANAGEMENT AND GREEN RURAL

DEVELOPMENT………………………………………………………………………....….……..1-2

1.2 EMERGENCE OF GREEN PROFIT………………………………………..……….….......….2-3

1.3 TRADITIONAL KNOWLEDGE AND ITS ROLE IN GREEN RURAL

DEVELOPMENT…………………..………………………………………………………......…...3-4

1.4 LINKAGES BETWEEN GREEN RURAL DEVELOPMENT, GREEN PROFIT

AND TRADITIONAL KNOWLEDGE………..……………………………………….….……….....5

1.5 INTRODUCTION TO MATHURA RURAL REGION……...……………………..………..…5-6

1.6 NEED FOR THE STUDY………...……………………………………..…………...……...….…6

SECTION 2: LITERATURE REVIEW (SYNTHESIZED FORM)……...………...….….…..7-14

2.1 NATIONAL STUDIES………………..…………………….……..…………………..….…...8-11

2.2 INTERNATIONAL STUDIES……..……………………………………………………..….12-14

SECTION 3: OBJECTIVES OF THE STUDY…………………………………………………...14

SECTION 4: RESEARCH DESIGN AND METHODOLOGY……………...………………15-19

4.1 NATURE OF THE STUDY………. ……………………………………….……….……..15

4.2 SOURCES OF DATA……………………………………………………….……………..15

4.3 SAMPLING TECHNIQUE ………………………………………………….………….…15

4.4 GEOGRAPHICAL AREA COVERAGE …….………………………………….…….15-16

4.5 SAMPLE COMPOSITION……………….………………………..…………….……..16-17

4.6 SAMPLE SIZE……………....…………….…………………………………….…..…......17

4.7 STATISTICAL TOOLS FOR DATA – ANALYSIS………………………………………18

4.8 GANTT CHART……………………………………………………………………………19

SECTION 5: MANAGERIAL IMPLICATIONS………………………………..……….............19

SECTION 6: PROPOSED CHAPTERIZATION OF THESIS…………………...……….…….20

REFERENCES…………………………...………………………………………………….…..21-22

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SECTION I

1.1 Introduction to the Environmental Management and Green Rural Development

1.1.1 Environment Management

Over ages, man, with his desirable and non-desirable activities, has affected the environment harmfully.

However, awareness of the damage has also given rise to a lot of clamour about minimizing these effects.

Across the globe, governments, trade associations, supply chains and other social and financial

stakeholders are bent on pressing the issue further. We can refer environmental management as managing

internal and outside environment of an organization. In other words we can define environmental

management system as the part of “overall management system that includes organizational structure,

planning activities, responsibilities, practices, procedures, processes and resources for developing,

implementing, achieving, reviewing and maintaining the environmental policy.”

At present, organizations, also influenced by growing social and legal regulations, are more focused to

the environmental issues due to the new environmental laws, socio-economic influences, to gain

competitive advantage over the competitors, as well as increasing environmental awareness among the

general public. In current scenario when non renewal sources of energy are lacking day by day, it is very

important to look for the alternative sources of energy which are environmental friendly too. This

practice can reduce the overall cost of production which ultimately results into profit for the organization

and sustainable growth as well.

1.1.2 Green Rural Development

Under the broader context of environment management, Green Rural Development can be referred as

various activities that regenerate and conserve the natural resource base and habitat, innovate and use

clean materials, Traditional processes and modern technologies to create environment-friendly products,

livelihoods, enterprises and jobs. Poverty reduction and economic growth can be achieved when natural

resources are managed on sustainable basis. Green Rural Development can result in various outcomes for

the region or nation which are as follows:

(a) Improved resource conservation:

In the Indian context, there are two schemes presently functional: MGNREGS (Mahatma Gandhi

National Rural Employment Guarantee Programme) and IWDP (Integrated Watershed Development

Programme) focuses on regeneration of natural resources. Enhanced productivity can be achieved by

conserving and regenerating land and water resources which leads to increased agricultural outputs and

improved livelihood. These schemes can help in reducing soil losses, recharge groundwater and improve

biodiversity.

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(b) Improved resource efficiency:

Rural development schemes can improve the efficiency of natural resource use in rural livelihood and

essential services. Under IWDP, a support to farmer group can be provided to adopt methods that

improve efficiency of irrigation water which can be done through appropriate crop choices, farming

techniques, drip and sprinkler irrigation system, and improved field irrigation practices.

(c) Reduced negative Environmental aspects:

Another scheme recently launched by Government of India, Nirmal Bharat Abhiyan, can also greatly

help in improvement of local sanitation, hygiene and health of local residents. (UNDP Report, 2012)

1.2 Emergence of Green Profit:

A new term named Green Profit, has evolved rapidly in a span of few years globally. This term is a result

of implementing environment friendly practices particularly in a rural or semi-urban surrounding. As the

name implies, green profit is an outcome which has "green" purpose. Green inventions are environmental

friendly inventions that often includes: energy efficiency, recycling, safety and health concerns,

renewable resources, and more. We can also define Green Profit as achieving profit with sustainability at

least cost. It means using natural renewable energy resources instead of using non-renewal energy

resources which will ultimately turn in to saving of money and results in profit. For example now a day

Petrol/Diesel prices are going high, electricity bills are also jumping like never before. So there is a need

to implement concept of “Green Profit” which can reduce overall cost of energy and ultimately turns into

profit. The world has a fixed amount of natural resources, some of which are already depleted or ruined.

For example: household batteries and electronics often contain dangerous chemicals that can pollute the

groundwater after disposal, contaminating our soil and water with chemicals that cannot be removed

from the drinking water supply and the food crops grown on contaminated soil. The risks to human

health are high. These are few of the reasons which force us to think Green.

Operating at global scale can be cited to highlight the significance of environmental initiatives even for

generating environmental advantages:

(a) Texas Instruments‟(www.ti.com) reduction of hazardous waste by 44% has a wide impact on

profitability and productivity. The company recycled 81% of nonhazardous solid wastes in its

U.S. operations (and 75% worldwide), which saves $23 million worth of water and energy. TI

spends $160 million on manufacturing resources each quarter; the environmental programs are

designed to optimize the company‟s resources by at least 10% - to save at least $16 million each

quarter. Actually TI‟s environmental achievement at this writing has exceeded the 10% target.

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(b) Sony (www.sony.com) corporation‟s U.S. operations generated $1.8 million by reducing

industrial waste (36000 tons of industrial waste including printed circuit-boards and office papers)

and reduced electricity use by $1.3 million.

(c) Philips (www.philips.com) electronics has saved more than $400 million per year by reducing

waste by 28 percent, energy use by 23 percent and water use 34 percent. Philips saved 17 percent

more than it had originally projected. (Pamela J. Gordon, 2000).

Indian contribution to earn Green Profit:

1. India has a market value of £191 billion in low-carbon and environmental goods & services

(LCEGS). With a 6% share of the £3,046-billion global market, the country is tied with Japan at

the third position. (The financial Express)

2. A world wide survey conducted by national geographic in 2012 on “Consumer choice and

Environment” in which Indian consumers retained the top position followed by China.

As per the above shown examples, it can be summed up that Green Profit has become attractive

dimension globally for saving the cost by using environment friendly resources. Though Companies have

already identified the relevance of Green Profit for their cost saving and benefit but still this concept is

not implemented at a large level for the Green Rural Development in India. Although there are some

initiatives taken by the Ministry of Rural Development to promote Greening Rural Development but

these steps are not enough for the large rural population. If this Greening concept can be utilized at a

large level then it will reduce the dependency of Rural people on external resources for production which

are very costly hence people will be saving more money. If Green practices are applied with the help of

corporate, NGOs and government then local resident can generate power, biogas, bio-diesel by

implementing solar plants, Biogas plants, Wind Mills, Jatropha planting etc. These practices will generate

employment opportunities, source of earning and will provide a sustainable basis for their survival and

development.

1.3 Traditional Knowledge and its linkages with Green Rural Development and

Environment Management:

Traditional knowledge refers to the knowledge, innovations and practices of local communities around

the world. It is developed from experience gained over the centuries and adapted to the local culture and

environment, traditional knowledge is transmitted orally from generation to generation. It takes the form

of stories, songs, folklore, proverbs, cultural values, beliefs, rituals, community laws, local language, and

agricultural practices, including the development of plant species and animal breeds. It can also be

referred to as an oral traditional for it is practiced, sung, danced, painted, carved, chanted and performed

down through millennia. Traditional knowledge is mainly practical in nature, particularly in such fields

as agriculture, fisheries, health, horticulture, forestry and environmental management in general.

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Traditional knowledge broadly comprised of two aspects. The first is practical base as traditional

concepts of wind or water currents for example are based on cumulative collective experience of people

who had a practical knowledge of land on which they were dependent for every aspect of life. Children

learn directly from their parents, uncle, aunts, grand-parents and other elders as they observe their elders

and imitates the behavior. Second aspect of traditional knowledge is spiritual aspect which is integral to

the ethical beliefs of Indigenous people. Scientifically the truth of their belief cannot be checked but it

can be witnessed by its social existence and transmission. For example, it is a general characteristic of

traditional knowledge is the belief that all components of environment like human beings, plant and

animal have a life force. And human beings are not considered as superior of all components of creation.

Some traditions consider human being at the last to be placed on the earth by the creator which means

they are weakest component of environment. Therefore, they require support from other components of

the environment for survival. These two aspects of traditional knowledge arose out of direct experience

with the environment and from the interpretations of that experience. Human being responded to the

daily and seasonal cycles of the world around them, which can also be seen as another characteristic of

the traditional knowledge. (Bruyere and Bergland, 2004)

Traditional Knowledge is not yet fully utilized for Green Rural Development. If this knowledge can be

utilized with support from Government, Corporate, NGOs to harmonize modern technologies with

traditional and indigenous knowledge for sustainable rural development then it can led to Agricultural

Development, Natural Resource Management, which leads to Environmental Development. Furthermore,

Community Development, Primary Health Care and preventing medicine as well. On the other hand,

Poverty reduction can also be achieved as livelihood of poor people depends upon specific skills and

knowledge which is an important part of their survival.

Determinants of Traditional Knowledge:

There are the following indicators which will be indicative aspects where Traditional Knowledge can be

utilized to build the long term capacity in Rural areas:

a). Agriculture

b) Education

c) Employment/ Industry

d) Environmental Resources

e) Green Technology

f) Health Care

g) Social Community

h) Spiritual Practices

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1.4 LINKAGES BETWEEN GREEN RURAL DEVELOPMENT, GREEN PROFIT

AND TRADITIONAL KNOWLEDGE:

As per the highlighted figure, efficient use of Traditional Knowledge in coordination with the modern

technology can help in generating Green opportunities for employment, agriculture, health care system,

poverty eradication and in removal of vulnerabilities of rural areas which can lead to Green Profit and

such profit indicates the development on socio-economic and environmental level which ultimately leads

to Green Rural Development. In coordination of corporate groups, NGOs and Government, such a

holistic Green Rural Development Program can be formulated which can result in Socio-economic and

environmental development in the stated rural area

1.5 INTRODUCTION TO MATHURA RURAL REGION:

Mathura has an ancient history. According to Hindu scriptures, Mathura is birthplace of Lord Krishna

therefore it is a prime destination for pilgrimage in India. As per the Archeological survey of India plaque

Mathura museum, city is mentioned in the oldest Indian epic, the Ramayana. In the epic, the Ikshwaku

prince Shatrughna, slays a demon called Lavanasura and claims the land. Afterwards, the place came to

be known as Madhuvan as it was thickly wooded, then Madhupura and later on Mathura.

Mathura District has 734 inhabited villages; all villages are grouped into 89 rural panchayats which is

further divided into 10 Blocks named Baldeo, Chaumuha, Chhata, Farah, Goverdhan, Mat, Mathura,

Nandgaon, Nauhjhil and Raya. Though the district has been covered by train and road but its rural

component still remain underdeveloped socially and economically while 70% of total population of

Mathura region still resides in the rural areas.

Green Rural

Development

Green Profit

Traditional Knowledge Socio-Economic &

Environmental Development

Government Corporate Groups NGOs Local Residents

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Problems of Backwardness in Mathura Rural Region

The Mathura has been divided into 18 backward slum zones within which 68 slum pockets have been

identified. In total there are 232 slums in Mathura UA. As per statistics from District Urban Development

Agency (DUDA), the total slum population in the city was around 1,44,000 in 2001. This accounts for

more than 40% of the total population of the city. More than 50% of the population in these slums

belongs to SC/ST categories. There is huge gap in basic infrastructure in the slums. The literacy rate of

these slums is 55%.

Problems in these areas:

No sewer line or adequate storm water drainage facilities in the rural areas.

40% of slums have partial coverage of roads and drainage along the roads.

Only 5% of slums have more than 50% of adequate road and drain coverage infrastructure

Only 1% of the slums are covered with water supply facilities.

Environmental infrastructure is very poor in these areas as there is a need of roads, streets, lanes,

street lighting and housing for BPL (Below Poverty Line).

Most of the rural area lacks basic civic amenities like proper roads, drainage, sewerage, protected

water supply, street lights, toilets, solid waste management etc.

Mathura UA sex ratio of 863, which is lower than the state average (898) and much below the

national average (940).

There is scarcity of water due to very less supply sources in proportion to the population.

Railway connectivity to the rural area is very less and 3 blocks which are Nohjhil, Mat and

Baldeo, there is not even a single railway station.

There is a very less no. of registered industries in rural area of Mathura district due to which there

are less chance of employment while the population is high in these rural blocks.

Number of well equipped hospitals are very less in proportion to the current population size.

Problem of the siltation is in whole district which reduces the flow and choking at culverts.

Problem of cleaning in the whole region due to the limited resources and poverty.

Clogging of storm water drainage system is the biggest problem reported specially around

Railway underpasses during heavy rains.

(Source: Jnnurm Report of Mathura District)

1.6: NEED FOR THE STUDY

Since the objectives of the proposed study requires an understanding and scanning of the Socio-

economic and environmental dimensions for developing a Green Rural Development Program

through promoting Traditional knowledge, so that researcher can formulate a comprehensive

policy for Sustainable Green Rural Development of backward Mathura Rural Region by involving

local/regional industries after completion of the study. The rationale for conducting this research is

to map all the existing vulnerabilities in this region so that such proposed development program

can be formulated which can help in Socio-economic and environmental development of the stated

region. This research will also highlight the need to preserve and improve the quality of the rural

environment integrated with all Community policies that relate to rural development. Researcher

will be trying to set a fair balance of public spending, infrastructure investments and educational,

health and communications services between rural and urban areas. A growing share of available

resources should be used for promoting rural development and securing environmental objectives

which will definitely result in upliftment of stated region.

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SECTION 2: Literature Review (Synthesized form)

Literature Review

Green Rural

Development

Traditional Knowledge Green Profit Environment

Management

Nicolas Gorjestani, (2000)

Maxwell et. al, (2001)

Sadruddin and Nanavati, (2004)

Anita Kelles-Viitanen, (2005)

Nicolas Gorjestani, (2000)

Anita Kelles-Viitanen, (2005)

Gyampoh et. al, (2009)

Bharat Dahiya, (2003)

Wilhelm Helmer Mohn,

(2006)

Devyani Hari, (2007)

Sebastian and Maessen,

(2007)

Basudha

Chattopadhyay, (2007)

Devyani Hari, (2007)

Sampath and Kulkarni,

(2011)

Western Australia Trade

Office, (2012)

Sandeep Sengupta, (2012) Wayne Boley, (2012)

Ministry of rural development

and UNDP, (2012)

United Nations Development

Program, (2012)

Bharat Dahiya, (2003)

Repetto and Austin, (2000)

Saurabh Gupta, (2011)

Biggs and Justice, (2011)

Dr. H. Ramakrishna, (2013)

Romeo M. Bautista, (1994)

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2.1 National Studies

1. Greening Rural Development in India

Ravi Chopra and UNDP Associates, (2012) states that green rural development can stimulate rural

economies, create jobs and helps in maintaining critical ecosystem services and strengthen climate

resilience of the poor. This report summarizes the insights and potential of six major rural development

schemes for delivering environmental benefits. It also highlights the green results of six schemes initiated

by the government and also suggests some scheme-wise recommendations to the Ministry of Rural

Development.

2. Village Adoption Scheme: A model for rural development

Shahid Sadruddin Nanavati, (2004) highlights the model of rural development by “Village Adoption

Scheme” to energize rural economy in India. Gao Vikas Sangathit Prayatna (GVSP), A NGO of Mumbai,

has revealed 6 backward villages in the state of Maharashtra sent the most migrants into cities. GVSP

planned a project in identified region considering social, traditional, cultural, legal, ethnic, religious,

economic and political layers and enable the region to build upon them to create new methodology of

operation. In span of 5 years ending in 2002, they have initiated 3 secondary schools, 4 new fully

equipped clinic, new city buses with the coordination of Royal and Lions clubs and some funding bodies

of districts which has raised the standard of living and provided basic facilities to the villagers which

caused lesser migration of people from villages to cities. After 6.5 years, GVSP handed over the title of

the house, temple and the leased land in the central village to the village council is just like advising body

to the village council and now acts as advising body to the village council when they ask for it.

3. Green power – Lighting up Rural India

Devyani Hari, (2007) highlights the various uses of SHS (solar home systems/lanterns) that have been

successfully installed in India and have displaced carbon emitting fuels such as Kerosene and diesel. It

also states the various problems of the affordability in the initial days of solar home systems due to

higher cost of installation, no system of credit sales etc. But by the passage of time several initiatives

were taken by solar integrators (entrepreneurs) to overcome these barriers like availability of credit

system for purchase, prompt and reliable after sale services, establishment of linkages with self help

groups, NGOs etc. Today, these small steps results more profit for the entrepreneurs by installing of such

SHS in various houses and large saving for the households and the major benefits for the environment by

reducing carbon emitting fuels.

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4. Ministry of Rural Development outlines greening agenda for Rural Development Schemes

As per this press release by Ministry of Rural Development, (2012) with support from the United Nations

Development Program (UNDP) highlights the strategies for inclusive rural development embodying the

principles of environmental sustainability with the objective of „faster, more inclusive and sustainable

growth.‟ This report has examined six schemes of Government of India (GoI): Mahatma Gandhi National

Rural Employment Scheme (MGNREGS), National Rural Livelihoods Mission(NRLM), Integrated

Watersheds Development Programme (IWDP), Indira Awaas Yojana (IAY), National Rural Drinking

Water Programme (NRDWP) and Nirmal Bharat Abhiyan (NBA) to recommend actions and measures to

achieve greening outcomes.

5. Managing the Environment: A growing problem for a growing power

In this report, Sengupta et.al, (2012) indicates that as India has become a growing power of the world as

it is rising on the basis of literacy rate, life expectancy, infant mortality, agricultural production etc., its

environment related problems are also growing as the 2012 EPI (Environmental performance index), a

metric developed by Yale and Columbia Universities, ranked India‟s air as the unhealthiest in the world

which costs nearly $3 billion due to poor Indian health, similarly in water sector as India has only 4

percent of the world‟s usable fresh water supply with having 17 percent of its population. But due to

excessive exploration, underground water lever is declining by 4cm per annum which has become a

serious matter of concern. Other natural resources in India like quality of land, forests, fisheries,

biodiversity, have also faced increased pressure over the last two decades. Yet there are some strands of

hope as India is now focusing on renewable source development in recent years. With 80 percent of India

of 2030 still to be built, there is still an opportunity for course correction. Indian bottom line needs to be

more efficient, technologically more advanced in its use and disposal of natural resources. It will also

need to have more focus on power consumption, modernity and development.

6. India: Environmental Management and Environmental Regulation

Sampath and Kulkarni, (2011) provides an overview of the social and environmental challenges facing

India now and in next 20 years, As India is a rapidly growing economy of the world as it has a population

of over 1.1 billion out of them 65 percent are under age of 30 and economy will grow up by 8 to 10

percent which is higher than most of the country which is spurred by IT sector, infrastructure and

manufacturing, chemical and real estate sectors as they have become development pillar for the nation.

But this huge population also brings social issues which has environmental implications. Therefore to

control these issues, now environmental regulations are being enforced more stringently than earlier, and

an overall “environmental awareness” has begun. These practices have emphasized Managers of Indian

companies to take both environmental requirements and best practices seriously. But after all these

efforts, there is a long way to go to control major challenges. As environmental regulations are still at

initial stage in India but with the passage of time these regulations will become an area of concern as an

increasingly wealthy citizenry demands more advanced environmental controls and a reduction in

exposure to industrial pollutants.

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7. Sustainable Urban Development in India: Some Issues

In this paper, Basudha Chattopadhyay, (2007) initially discussed the meaning of sustainable development

and sustainable city forms in India. This paper indicates the reason of urban environmental degradation is

use of non – renewal resources of energy. Simultaneously, climate change is has also become a major

problem for the world which is also affecting various economies. Sustainable urban development and

sustainable city form should be adopted to control manmade pollution of water, air and environment

which affect climates and should try to reduce the consequences of these challenges. This paper also

suggests 2 city forms: 1) Compact city and 2) Multi – modal urban region. It also discusses pros and cons

of these forms and applicability in other countries with different densities. It also highlights on

sustainable buildings where buildings should be planned as such so that sunlight penetrates the buildings.

But only this much doesn‟t satisfies conditions for sustainable city form. Behvaiours, lifestyles and

people‟s aspirations satisfies the conditions for sustainable environment.

This paper also indicates that economic growth cannot be achieved only by economic development but

social and environmental aspects should also taken into consideration which will increase efficiency and

quality of life.

8. Environment Management in India

Report presented by Western Australia Trade Office, (2012) clearly focuses on current condition of Air

and water pollution in India. As Indian population has moved from 300 million to more than 1billion

people, is causing strain on environment, infrastructure and country‟s natural resources like soil erosion,

deforestation, Industrial pollution, land degradation etc. Government of India is also concerned for

controlling Air and water pollution as they have implemented “The Air Act, 1981” and Central Pollution

Control Board (CPCB) has been established for nationwide monitoring quality of water.

This report also highlights the problems of waste management in India as its most of the part is

unorganized. Treatment methods for wastes are: Landfill technology, Recycling and Incineration which

has their pros and cons in implementation. Several projects are initiated by the government to manage

wastes in recent years. But the energy recovery technique from waste is suitable option than others as it is

also followed by many countries. This report suggests that national level policies must be combined with

state level policies, local level regulations and by laws. The law should be simple and easy to implement

so that transparency can be maintained.

9. Rural Development and Energy Policy

Paper presented by Biggs and Justice, (2011) has broadly explained the role of poverty reduction,

mechanization, employment and livelihoods dimensions for Rural Development. It also indicates

that Agricultural and Rural Mechanization will leads to the higher agricultural growth which will

result in more employment opportunity to the local rural residents which means broad based rural

development.

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10. Hard struggle and soft gains: environmental management, civil society and governance in

Pammal, South India

Bharat Dahiya, (2003) analyses the coordination of women-led civil society(Shankara Nagar Mahlir

Manram) organization, local government and local residents of small town Pammal in South India. This

paper examines conflicts in solid waste management and their resolution and strategic networking

undertaken by a civil society organization in Pammal. During 1990s, its financial condition was weak and

with regard to solid waste management, town panchayat had built few collection point but solid waste

collection was improper due to which nearby residents did not allow others to dump waste which lead to

the problem for others. In 1994, Mangalam Balasubramanian formed a civil society to involve local

residents in cleaning the area. In 1996, they have explored an idea of converting solid wastes into manure

with the help of vermin-composting technique which became a great success for the society as now they

were earning profit out of the solid wastes. When this success story was published in the local press, it

gets recognition by the mayor and he promoted this scheme to be used in other parts of Chennai.

11. The emerging role of NGOs in rural development of India: An assessment

Dr. H. Ramakrishna, (2013) highlights the importance of NGOs in developing rural India as they

are helping rural residents by conducting agriculture related programs, Health awareness

programs, Community development activities, Human resource development related practices,

promoting their local trade and industries. Further, this paper also indicates the various problems

faced by the NGOs followed by various suggestions to eradicate these problems so that NGOs can

assist efficiently in rural development of India.

12. Demystifying 'Tradition': The Politics of Rainwater Harvesting in Rural Rajasthan, India

Saurabh Gupta, (2011) highlights the importance of traditional rainwater harvesting system in this

paper by explaining how traditional rainwater harvesting method is implemented by those people

and organization who promotes it as an alternative to top-down and state-led development. This

paper also emphasize the various work done by the Tarun Bharat Sangh with the ideology: Work

for water earns you goodwill, given by its founder Rajendra Singh.

Further, this paper also concludes that Traditional Knowledge is not static but it is ever changing

in response to the changes in the wider political economy. It is not frozen, inert, timeless entity, but

a dependent on the physical conditions of those whose knowledge it is and the uses to which it is

applied.

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2.2 International Studies

1. Green and profitable? The potential return to good environmental management

Thesis prepared by Wilhelm Helmer Mohn, (2006) to investigate professed link between good

environmental performance and corporate returns. It also highlights some simple models to further

examine reputation and eco efficiency. This analysis concludes that more environmentally friendly firms

have higher profits. Furthermore, this thesis also investigates a empirical link between environmental

performance and managerial quality.

2. The profitable shift to green energy

Wayne Boley, (2012) emphasize the importance of going green for sustainable development by

producing goods with the help of green technology. Wal-Mart, IKEA, Tesco and Target like companies

have set sustainability goals at varying degree and are pursuing ways to meet them. This paper also states

that becoming energy efficient is the first step toward reaching sustainability goals. For implementing

renewable energy source, five factors: energy prices, technological effectiveness, incentives, capital

expenditure, operations and maintenance so that this sustainable movement for development can become

profit making steps for the organization in long run.

3. Pure Profit: The financial implications of environmental performance

Report prepared by Repetto and Austin, (2000) demonstrates how environmental issues can successfully

be integrated into financial analysis. It explains a newly developed methodology derived from

fundamental principles of financial analysis and demonstrates the approach by applying it empirically to

companies in the U.S. pulp and paper industry. This report answers the need for a tool with which to

assess the potential impact of environmental performance on shareholder values and investors‟ risk. With

this tool, financial analyst can evaluate environmental pressures facing the companies. Further, they can

estimate environmental risks and potential liabilities before their impacts are felt on earning and balance

sheet.

4. Using Traditional Knowledge to cope with climate change in Rural Ghana

Gyampoh et.al, (2013) discusses the role of Traditional Knowledge in managing the impacts of climate

change in Ghana by referring that local people of this particular region, are not aware of the concept of

global warming or climate change but they observe and feel effects of decrease in rainfall which causes

the scarcity of water in whole the region and they utilize their knowledge to conserve the water as they

reuse it to irrigate backyard gardens and nurseries to minimize water use per person per day. This paper

also emphasize on the need of further studies on Traditional Knowledge so that it can be utilized

efficiently to handle climate changes.

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5. Emerging Issues in Rural Development: An Issues Paper

Maxwell et.al, (2001) broadly highlights that changing nature of rural circumstances and development

thinking indicates need to keep development policies updated so that these policies can work in more

effective manner. It also states that the poverty conditions in African countries, as there are two third of

the rural poor live in areas of low agro-ecological potential and/or poor communities. This paper also

highlights the various other emerging issues in rural areas like (i) Rural Risks and vulnerabilities, due to

increased risk of natural disasters, (ii) Technological targeting, due to declining rate of technical progress

in developing countries, (iii) Diversified livelihood, due to growing concern to non-farm activities, (iv)

Rethinking institutional capacity and governance, As significant capacity building is necessary for

dealing with current rural problems. Therefore, there is a need of holistic comprehensive policy for the

development of rural poor.

6. Indigenous Knowledge for Development: Opportunities and Challenges

Nicolas Gorjestani, (2000) states that IK (Indigenous Knowledge) can play a vital role in Rural

development and eradication of poverty by combining indigenous institutions, indigenous appropriate

technology and low cost approaches in formulating efficient rural development program. This paper also

highlights the contribution of World Bank in Africa for preserving Traditional Knowledge by launching

the “IK for Development Program” which includes creation of Indigenous Knowledge database of over

200 indigenous practices. This program assists World Bank to improve their national and regional

networking capacity. This paper also highlights various challenges for the World Bank like encouraging

more counties to formulate and implement strategy for IK integration, enhancing the capacity of national

and regional IK network and promoting the local exchange and adoption of IK.

7. Green and Profitable: Mission Impossible

In this paper, Sebastian and Maessen, (2010) highlights the increasing acceptance of Green Profit as

major corporate giants like Siemens is now looking to earn every second euro with green product and

McDonald has changed its logo colour from red to green to signal respect to the environment. Although,

there are barriers which are faced by the companies when the aims to go with the green products and

solutions.

This paper also highlights various advantages that push green products and solutions as per the survey

90% of the managers accepts that going green can enhance image and product brand value of the

company and they also accepts that this concept provides good arguments in sales talks. This paper also

indicates two more approaches: first, a company must ensures that customer connects the performance of

its “green” products to its brand and second, the respondents felt that market leaders are responsible for

setting the tone in pushing “green” products.

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8. New Challenges and Opportunities for Rural Development, by Anita Kelles-Viitanen19

This paper figures out various challenges faced by the rural people like Climate change resulting in

floods and drought, emerging knowledge economy by bio-patenting of indigenous knowledge of rural

societies, emerging wide spread animal diseases like bird flu, which affects the rural poor more.

Therefore there is not only need to identify the need of the rural poor so that a constructive plan can be

formed. This paper also emphasize on role strengthening the role of innovation and identifying farmers

and other rural residents as legal expert in the area where they work.

9. Dynamics of Rural Development: Analytical and Policy Issues

Romeo M. Bautista, (1994) observed rural development as the major issues by the politicians and

policymakers in the Philippines. First section of this paper is to explore interconnectedness among

conceptual, empirical, and policy issues relating to agricultural growth, rural development, and

overall economic growth in the Philippines. The second and third section deals with the critical

understanding of the Rural Non-Farm Enterprises (RNEs), how it meets the demand generated by

the agricultural growth and its role in the upliftment of the rural sector and thus overall economic

growth. Fourth section highlights the various aspects of RNEs, and how it influences the economic

performances. Fifth section focuses on the reforms in the current policies so that other non-

agricultural activities can be elevated for the rural upliftment.

This paper concludes that despite agriculture being the predominant source of income for the rural

population, expansion of rural-non-agricultural activities are required for self-sustaining and

equitable growth of the Philippines. The focus is on the RNEs and its upliftment for the rural

development and thus the overall economic growth.

SECTION 3: OBJECTIVES OF THE STUDY

In the light of studies done so far and the prospect of augmenting sustainable initiatives in the

backward regions, the objectives of the proposed study are as follows:

1. To study the socio-economic-environmental vulnerabilities prevalent in Mathura Rural

Region.

2. To analyze the linkages between Green Rural Development, Traditional Knowledge and

Habitat in the Region.

3. To identify the role of Industries, Government Organizations and the Social Institutions

in facilitating Green Rural Development initiatives in the Region.

4. To recommend Comprehensive Green Development action plan and strategies for

effective and timely implementation of economically sustainable Environment

Management Practices.

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SECTION 4: RESEARCH DESIGN AND METHODOLOGY

4.1 Nature of the Study: Qualitative and Exploratory

Under the broader context of this study, linkages between the following variables are proposed to

be analyzed:

Social, Economical and Environmental development in Mathura Rural Region.

Social, Economical and Environmental development initiatives.

Traditional Knowledge and Green Rural Development.

Green Rural Development and Green Profit making.

4.2 Sources of Data:

The investigator seeks to gather both qualitative and quantitative data. The researcher will also make use

of the secondary sources of data collection in the form of gathering published materials such as extracts

from relevant Journals, Reports, Books, Blogs, Periodicals, Websites and other online resources covering

the present study. Researcher seeks to focus on primary data to analyze the present condition of Mathura

and its rural areas. Secondary data on the concepts and practice of Green Rural Development will be

incorporated into the proposed study to make it more comprehensive and objective-oriented.

4.3 SAMPLING TECHNIQUE: CLUSTER SAMPLING:

Cluster sampling involves grouping the population and then selecting the groups or the clusters rather

than individual elements for inclusion in the sample.

4.4 GEOGRAPHICAL AREA COVERAGE

The area for study will be National Capital Reason comprising of Mathura district and its all 10 blocks,

which are:

Baldeo

Chaumuha

Chhata

Farah

Goverdhan

Mat

Mathura

Nandgaon

Nauhjhil

Raya

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BLOCKS

NAME

Total

Population

Working

Population

Literacy Rate

Male/Female

Water Supply

Sources

/Benefited

population

Railway station, halt

/Bus Station, stop

Industries (Registered and

unregistered)

/Employed Persons

Number of

Hospitals

1.Nandgaon 108906 43778 70.46/38.15 48 108906 1 6 937 3154 1

2.Chhata 151522 61688 67.75/29.28 72 151522 1 8 922 7113 4

3.Chaumuhan 109979 51989 68.48/28.67 52 109979 1 6 677 2022 3

4.Goverdhan 163482 64532 81.98/50.41 52 163482 2 10 799 2260 1

5. Mathura 211704 66119 79.93/60.02 95 211704 3 16 1642 11981 2

6. Farah 125890 40852 76.89/38.65 76 125890 2 10 756 2201 3

7. Nohjheel 154914 73808 75.83/37.49 97 154914 0 8 722 2358 3

8. Mant 138996 60350 76.36/37.24 60 138996 0 6 770 2417 4

9. Raya 166115 72130 78.35/43.27 99 166115 1 6 1025 2994 2

10. Baldeo 155985 70595 78.74/40.36 85 155985 0 6 734 2333 4

Total Block 1487493 605841 76.50/43.40 736 1487493 11 82 8984 38883 27

(Source: http://updes.up.nic.in/spatrika/engspatrika/tab642004.asp)

As per the given data in the above mentioned table, it can be identified that working population is very less in

proportion to the total population while there is a significant difference of 33.10 percent between male

and female literacy rate. Other problems like water supply sources, railway station and bus stops, number

of industries and hospitals are also very less in comparison to the total population. We can highlight the

problems of Mathura Rural Region as stated below:

Working population is very less in proportion to the total population.

Female literacy rate is very less in comparison to the national literacy rate.

Water supply sources are not in adequate numbers in proportion to the population.

Some of the blocks even don‟t have a single railway station.

Industries are very less in proportion to the population.

Health services are not adequate as there are very less number of hospitals in each block.

4.5 SAMPLE COMPOSITION

To meet the objectives of the study, I will be employing judgmental sampling as we have set certain

criteria for the study which are as follows:

Number of Rural Blocks of Mathura - 10

- As this research is focused on the development of Rural region of Mathura, therefore

researcher will consider 2 villages per block of Mathura for the study.

Number of Respondents from each block - 20

- Respondents are categorized into four categories divided on the basis of male, female, literate

and illiterate. 5 respondents from each category will be identified for this purpose from each

village who will actually speak about the various problems of that particular village and their

suggestions will also be important to frame the solution for them.

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Number of Companies established in local NCR - 10

- Companies who are contributing in the Rural Areas Development like companies related to

Telecommunication, solar power, Wind power, Biogas and Biodiesel companies, will be

identified for the sampling in the NCR Region.

Number of respondents from each company - 05

- Respondents of managerial level involved in Corporate Social Responsibilities related

activities.

4.6 SAMPLE SIZE

A total of 450 respondents who will complete the questionnaire in every aspect are taken into account for

the study where 400 respondents will be from rural area and 50 respondents will be from the various

companies. Validity and reliability of the questionnaire will be established on the basis of previous

researches and pilot survey.

CALCULATION OF SAMPLE SIZE:

Sample size =

= = 384.16

= 385

Z score corresponds to the confidence level. Here confidence level is taken at 95%, so its

corresponding Z-score is 1.96.

Since survey hasn’t actually administered yet, so the variance in the responses can’t be

expected. The safe decision is to use standard deviation as 0.5, this is the most forgiving

number and ensures that the sample will be large enough.

Margin of error is +/- 5% at 95% confidence level.

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4.7 STATISTICAL TOOLS FOR DATA –ANALYSIS

a) Case Study Method:

The case study method is a very popular form of qualitative analysis and involves a careful and

complete observation of a social unit, be that unit a person, a family, an institution, a cultural

group or even the entire community. It is a method of study in depth rather than breadth. The case

study places more emphasis on the full analysis of a limited number of events or conditions and

their interrelations.

b) System Dynamics/ Causal Modeling:

System dynamics is a powerful methodology to understand and discuss the behavior and structure of

complex problems over a time. It applies to dynamic problems arising in complex social, managerial,

economic, or ecological systems-literally any dynamic systems characterized by interdependence, mutual

interaction, information feedback, and circular causality. (J. D. Sterman, 2000)

Causal modeling normally consist of sets of equations, indicating a web of causal and non-causal

relations among the variables of interest. It models the relations between the properties or characteristics

of the system, which are represented by variables. (M. C. Jackson, 2003)

c) Analytic hierarchy process (AHP):

The Analytic Hierarchy Process (AHP) is a theory of measurement through pair-wise comparisons

and relies on the judgments of experts to derive priority scales. This scales measures intangibles in

relative terms. The comparisons are made using a scale of absolute judgments that represents, how

much more, one element dominates another with respect to a given attribute. (T. L. Saaty, 2008)

d) Correlation Analysis:

Correlation analysis analyses the joint variation of two or more variables for determining the quantum of

correlation between two or more variables.

e) T- Test:

T-test is based on t-distribution and is considered an appropriate test for judging the significance of a

sample mean or for judging the significance of difference between the means of two samples in case of

small sample (s) when population variance is not known (in which case is use variance of the sample as

an estimate of the population variance).

f) Chi- Square Test:

The Chi-square ) test is applicable in large number of problems. The test is, in fact, a technique

through the use of which it is possible for all researchers to: (i) test the goodness of fit; (ii) test the

significance of association between tow attributes, and (iii) test the homogeneity or the significance of

population variance.

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4.8 GANTT CHART:

The Proposed plan of work as will be conducted, is shown in the following GANTT CHART:

Activity Year 2014-15 Months Year 2015-16

2 4 6 8 10 12 14 16 18 20 22 24 1. Review of Journals and

Literatures

2. Collection of Data

3. Processing and Research

Methodology work

A. Actual Data Processing (Primary)

B. Known Data Processing (Secondary)

4. Result and Discussion

5. Final Review

6. Thesis Work

7. Correction

8. Final Typing

SECTION 5: MANAGERIAL IMPLICATIONS

Economical Perspective:

There is an immense possibility for local industries in Mathura and National Capital Region to

identify various supply centers which could possibly be promoted in Mathura Rural Region and

which could be used as future business and trading purposes. It will require corporates to analyze

the linkages between their existing businesses and the kind of supply industries which may feed to

the business with their outputs provided by rural industries.

Social Perspective:

By being associated with such schemes and programs business units can very effectively serve their

Corporate Social Responsibilities norms as prescribed and made mandatory in recently amended

companies act. Beyond this it will also earn them very high social and environmental premium

which will eventually translate into commercial results.

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SECTION 6: PROPOSED CHAPTERIZATION OF THESIS

Chapter 1: Introduction

1.1 Introduction to Environment Management and Green Rural Development

1.2 Emergence of Green Profit and Analysis of Traditional Knowledge

1.3 Backwardness and Vulnerabilities of Mathura Rural Region

1.4 Significance and Scope of The Study

Chapter 2: Review of Literature

2.1 National Studies

2.2 International Studies

Chapter 3: Research Methodology

3.1 Research Objectives

3.2 Sample Design

3.3 Sampling Technique

3.4 Sample Size and Statistical Techniques Used

3.5 Geographical Coverage

Chapter 4: I Findings and Analysis of Selected Area

II Interpretation of Results

Chapter 5: I Conclusion & Recommendations

II Scope for future Research

Appendix & Bibliography

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